Most marketers in Asia-Pacific are either already using or plan to use programmatic advertising, according to December 2014 research from Campaign Asia-Pacific and Ipsos. But there’s still a learning curve, polling suggests.
Among the 30% of respondents who neither used programmatic currently nor had specific plans to do so, nearly half said insufficient internal knowledge was holding them back—making the lack of expertise nearly twice as problematic as any other issue with programmatic.
The No. 2 concern was cost, followed by insufficient data sources. Brand safety and return on investment were relatively minor issues for respondents.
Among respondents who were already using programmatic, or who planned to do so in the future—together making up 70% of all respondents—customer acquisition was their top reason for doing so. Around a third also hoped to build brand awareness, while 30% used programmatic to drive traffic to their website.
According to data from programmatic ad exchange PulsePoint, spending on real-time-bidded ads served via PulsePoint’s platform skyrocketed in Asia-Pacific during 2014. Spending on mobile RTB ads was up 329% quarter over quarter in Q4 of last year, while growth on the desktop was 285% the same quarter.
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